At its recent Google Marketing Live event, Google announced that it is expanding its use of automation and artificial intelligence in advertising beyond bidding and headlines. Now, advertisers can leverage the company's machine learning capabilities to automate and optimize all facets of search campaigns.
The following is an overview of key things you need to know about this promising news for digital advertisers.
More Emphasis on Responsive Ad Automation
Google previously announced measures to increase automation in responsive ad campaigns. However, the company stated that adoption of this testing opportunity has been limited thus far. In an effort to drive up interest, advertisers are being offered incentives to give up manual campaign management in favor of Google-driven automation.
One of the key incentives is the ability to create ads that are 90 characters in length rather than the typical 80. You can also submit up to 15 headlines and four ad descriptions. Similar to its delivery of organic search results, Google's machine learning delivers the most ideal ad combination to each user.
New Local Campaign Options
Another key announcement from Google Marketing Live centered on the increased interest among search users in local opportunities. The company indicated that its data shows significant growth in the number of searches facilitated with "Near Me" or similar phrasing. Enter the new "Local Campaigns" ad format.
With Local Campaigns, automation reaches entirely new levels. Establishing your campaign budget is the only manual step involved. The creative elements included within your local ad are sourced from your website and location extensions.
The Local Campaign ads are optimized not just on Google's search engine, but also across its entire publisher network. Thus, this ad format is presented on YouTube and Maps, along with websites and apps within the Google publisher network.
The purpose of Local Campaign ads is to drive traffic to stores from local user searches. Tracking results is a bit tricky, but the company is able to connect user searches to store visit activity when someone has location tracking enabled on a device.
Additional Automated Advertising Opportunities
In addition to those already discussed, Google is offering the following automated advertising options:
Goal-Optimized Shopping Campaigns – Currently known as Smart Shopping, goal-optimized campaigns allow advertisers to indicate whether they want to attract new customers or drive store visits as a primary objective for a campaign. Ad delivery is automated across the Google publisher network based on revenue, return on spend or other conversion goals.
YouTube Brand Lift – Not available until late 2018, "Maximize Lift" automation on YouTube optimizes in-video ad delivery to users most likely to respond. Machine learning leverages user activity to determine the likelihood of the desired action prior to ad delivery.
These are some of the key highlights in automated digital advertising from the recent Google Marketing Live event. For more digital advertising insights, read Search, display, and social advertising boosts high-end retailer's YOY sales by 70%.